Write a Business Book to Help Your Brand
Do you want to write a business book?
You’re not alone. So many professionals get a strong urge to publish a book that highlights their niche market expertise. If you talk to PR experts, they will confirm that having a book with your name on it is a key element to any strategic branding campaign.
However, for most busy professionals the dream stops there. Why? Because writing a book isn’t an easy task. As you can imagine, it will take a few hundred hours to complete the project.
Let’s see if we can make the process a little easier for you to tackle. And, of course, if you need help from your friendly ghostwriter, please don’t hesitate to write me.
How to begin to write a business book
Well, as Lewis Carroll said, “Begin at the beginning and go on till you come to the end: then stop.”
While that might sound a little simplistic, there’s a measure of truth to it, because implied in that advice is a drive to complete the project. So, I’d say the first step is to make that commitment: to write a business book, no matter what.
Once you’re sure you want to embark on this adventure, here is my advice on the next steps to follow.
State your purpose
You must know why you want to write a business book if you’re going to succeed. As a ghostwriter, I always ask my clients to reveal their main drive and passion behind the project. I’ll tell you, I’m most eager to help the CEO who wants to share his or her successful actions with budding entrepreneurs. Business owners who are willing to share their advice, to open up and to confide their errors, with the ultimate goal of paving the way for other business owners to succeed, are heroes in my book.
Some people write me with the sole goal of making a million bucks. It’s hard to get behind that purpose. Readers will sense that goal and will not be inspired to read your book. After all, their goal in picking up your book will never be to make you rich. Rather, they are looking for advice and actions that will help them achieve their own goals.
The authors who truly care about their readers will succeed.
The top business books have a deeper purpose than financial gain for the author. When you can reach out to the individuals reading your words on a one-on-one basis, they will respond. Your readers will be grateful for your insight and guidance. They will recommend your book to others, and more will purchase it. Soon you may even have a best seller on your hands.
Know your readership
If you know who your readers are, you can accurately write to them. Consider writing your book as if you were preparing a speech for a group. Wouldn’t you craft your message differently for a gaggle of middle school students than you would for a pride of CEOs or a pod of athletes?
Never write your book for “everyone” on this planet. It will fail. Remember, you are writing to one individual at a time. You’re writing to your reader, so that individual learns and benefits from your wisdom and advice.
Determine your format
Here’s where your homework starts. You need to settle on a style for your book, and the best way to do that is to read a few other business books. It’s OK to skim them. For now, you’re just trying to find a format that appeals to you.
The good news is that you have choices! Here are a few options for you to consider:
- a memoir format with lots of sage business advice sprinkled throughout
- a leadership book with many personal anecdotes
- a step-by-step approach to accomplishing the goals of the reader
- a workbook format with lots of practical exercises for the reader to do
There is no hard and fast rule here. You can pick the format that most appeals to you and will resonate with your readership. Again, get some ideas from other bestselling books out there and feel free to use that format for your business book.
Now it’s time to write a business book
Once you have the purpose, readership and format decided, it’s time to begin writing. However, there are a few more steps to take before you can begin putting words on pages.
Determine your focus
The first thing to determine is the focus of your book. Identify precisely the problem that you are trying to solve. Pick one. If you try to solve too many, your book will ramble and lose the interest of your reader.
For instance, let’s say you discovered an effective means of retaining customers in your online business. That’s the focus of your book. Or maybe you want to impart how to start and run a small restaurant in a big city. Whatever you decide, really explore the problem in depth, then present a concrete solution.
Create your idea folder
You might find it easiest to just pour out your ideas into a word processing document or a notebook. Don’t worry about order, grammar or anything but the ideas. This part should be fun.
It’s important not to stop yourself from putting a thought into your idea folder. All ideas should go into the file. You can edit them down later.
When do you stop this phase? The answer is a little like the instructions for making popcorn. There is a phase where the pan is heating up and nothing happens. Then the kernels begin to pop. They pop and pop and pop at a tremendous, almost deafening, rate. Then the popping starts to die out until you hear one pop every three seconds. That’s when you take it off the heat, right?
The same concept applies to recording your ideas. Once you allow yourself to put down ideas, they should flood onto the paper. Allow them to. Don’t stop the natural flow at all. When the new ideas dwindle to a trickle, that’s when you know to switch your attention to the next phase.
Tip: you might invest in speech recognition software or simply use your phone to translate your voice into the written word. That way, if you think of a brilliant segment for your book while you’re out, you can just email it back to yourself easily. A lot of my clients love this feature.
Organize your outline
Now that you have most of your ideas down in one document, it’s time to organize the thoughts into an outline.
There are writers who hate to outline. They prefer to write by the seat of their pants (some call them pantsers). If you’re a pantser, that might work well for fiction, but for nonfiction, it’s going to be a mess. You need an outline.
The format of your outline will depend on the format of your business book.
If you’re writing a memoir, you need to put all the incidents of your story in chronological order. That way you can start to see the flow of your story. Check out my article on Tips for Outlining a Memoir.
For most other formats you’ll create a Table of Contents with a lot of subsections. I’d advise you not to make any one segment too long. It’s best to break up each key element into easy to read sections. Once you have these down, simply put the contents of your idea folder into your Table of Contents. Everything should have a spot. If it doesn’t, create a new subhead.
Words on pages
Now that you have your completed outline, the book is practically written…in your head. That’s how it is for me! I know exactly what I’m going to say; now I just have to take the time to write it down. I need words on pages.
Don’t get overwhelmed.
It’s a good idea to set a schedule for yourself. After all, that’s probably how you got to be a successful CEO or entrepreneur. You set yourself targets and goals, then met them no matter what tried to get in your way.
If you’d like some specific tips for completing your book, check out my article: Completing a Book: The Time, the Space, and the Goal.
Treat this project as you would any other. If you really don’t have the time, hire a ghostwriter to help you. Keep in mind that she will probably need to revisit your outline and help you flesh out the details a little more. She might also have suggestions for the format.
Whatever you do, hold yourself accountable for completing your project. Never lose your drive and passion to write a business book.
Why write a business book
I’ve written many business books over the last twenty years and love the genre. It’s exciting for me to help my clients achieve the many benefits that come from such an accomplishment. While you will certainly sell copies of your book, there are other tangible benefits in store for you when you write a business book.
If you’re a successful CEO, consider the response from your client base when they learn that you are a published author. Having a book with your name blazoned on the cover is one of the best ways to show credibility.
Think about it. Don’t people respond to published authors a little differently? Not only do new and old clients respect you, but your peers look up to you as well.
Write a business book and become an authority figure
When you have a well-written book with many book reviews and copies sold, various people will want to interview you. You will be asked to guest blog, speak at conferences, be featured on podcasts and quoted in other books and articles.
Your visibility will be catapulted into a new realm.
It’s wonderful when, year after year, new people discover your work and write fresh reviews for your book or quote you in their articles. You become a recognized expert in your niche market. This increased visibility will certainly organically increase your client base.
A feeling of peace and well-being
There is no better feeling than helping another. When you write a business book in which you share your successful actions, you might be aiding others who are just starting out and struggling through the problems you have overcome. Or you might be assisting your clients or future clients, complementing the services that you already provide.
Sharing your knowledge in a book will allow you to give advice to a large number of people that you might not be able to help on a one-on-one basis. Instead of helping dozens of people in a week, you can help hundreds or thousands. Take a moment and imagine creating that effect.
Not only will you make money each time you sell a copy of your book, but your customer base will rise exponentially as your book sales increase. As you market your book, you’ll come up with ways to collect new names and email addresses. Your readers could become new clients and be your best word-of-mouth referral sources.
For some, the money earned from increased sales far exceeds the cash received from selling the book. If you sell a high-ticket product or service, just one new client can make a huge difference.
There are many ways you can make money indirectly through your book. How you channel this resource is only limited by your creativity.
Mike Schultz, president of the Wellesley Hills Group and a well-known marketing consultant, surveyed 200 authors of business books and discovered that 96% experienced a positive impact on their business from writing a book. That doesn’t surprise me. It just makes sense!
Now is the best time to write a business book
Now that you know the value of a business book and have an inkling of how to proceed, it’s time to take the plunge. The best thing to do is to set aside a dedicated time every day when you write a business book. It may take a year to get it done, depending on the amount of time you spend on it. But like the story of the Tortoise and the Hare, it’s the steady progress that will get you to your goal.
But if you find the project overwhelming or just don’t have the time (or desire) to write a business book yourself, it may be time to consider hiring a professional ghostwriter.
A ghostwriter will interview you and assist you in all aspects of creating your book. She will collect your notes from your idea folder. She will help you find your focus, determine your readership, outline your book, and then write it for you.
Keep in mind that you’ll still be a part of the project and will need to dedicate a few hours a week to it. You’ve basically hired a silent writing partner who will do all the legwork for you. Still, you’ll need to review pages, give feedback, and answer questions from time to time.
I’m passionate about helping people create an engaging book with useful information that readers can’t put down. I have a special spot in my heart for entrepreneurs as I feel they are artists.
Would you like me to help you write a business book? If so, please contact me and share your idea. I’m here to help!